October 25, 2010 Subject:
Just Say No!
I assume this was part of a much longer film, or some sort of cinema ad. Whatever it is, it's probably one of the worst pieces of advertising I've seen from the 1950s, and as expected, the products here are among the least pleasant-looking of their time. As usual, this is one of the few refrigerator commercials uploaded here.
August 8, 2008 Subject:
For Fans of "Frigidaire Finale 1957"
This film features splendid choreography and dancing... Unfortunately, there's the score.
Fans of "Frigidaire Finale 1957" may enjoy a different musical approach in the edited version at:
October 7, 2006 Subject:
Bland product, great ad.
The product itself is bland, just square refrigerators. However the ad itself is wonderful, with two dnacers dancing around the products rather romantically. i enjoyed this ad, but i had touble ignoring the fact that this is where the once Beautiful refrigerators of the 30's, 40's and 50's turned ugly. Those old ones were wonderful, Especially the GE ones, and the frigidaire ones. Modern refrigerators are hideous, btu thats beside the point, this ad is somewhat sad, But very enjoyable. If you like old kitchen appliances, you will enjoy this ad.
September 11, 2005 Subject:
This one didn't really go anywhere, no lines, just dancing and music. Speaking of the squared-off fridges of this newly-introduced 'sheer look' - we've been looking at squared off fridges now for 50 years, maybe they should try some roundish ones again, after all this time they would look new and futuristic.
A dancing couple caress appliances instead of each other. A woman in a party dress leads a man in a tails in an energetic dance around a group of stoves, washer-dryers and refrigerators. Instead of being set in a house, the film takes place on an obvious stage set. Only in the fifties were household appliances seen as such objects of glamour as they are here. The appliances carry a hint of intrigue, particularly the black refrigerator which the woman climbs up on in a moment of triumph. Maybe the filmÃÂs message to women consumers was that once their kitchens were stocked with ÃÂSheer LookÃÂ appliances, it would free them up for dalliances with dapper, tuxedo-wearing men who are not their husbands. The woman in this film leads a life very different from the women who would have been the audience for this film. She has a lot of new appliances without actually having to be in a kitchen. She wears a pretty, impractical dress. She has an attentive man (who's also a great dancer) who follows her around in a state of devotion. She even gets to wear a tiara. Given how drab most womenÃÂs lives were then, this film encapsulates their longings for recognition and escape. But the last scene in the film, where we see a woman holding her arms in a square shape that echoes the ÃÂSheer LookÃÂ shape of the appliances, puts the woman back in her lowly place. The woman and the object sold are one and the same.
February 13, 2004 Subject:
sigh, if only my refrigerator were so romantic...
From the get-go and the demonic smile on the lady's face, this is a 4-minute trip through a magical fairyland of freon and fridges, flirting and frolicking, and freezer inspection. If only commercials on TV today were this romantic about appliances. Moreover, doesn't "sheer" mean "transparent?" These looked pretty opaque to me. But then again, I'm not a magical appliance dancer!
October 1, 2003 Subject:
The Sheer Look
"The Sheer Look" was Frigidaire's tagline for its 1957 line of refrigerators, ranges and washer-dryers, and refers to their straight-line, square-cornered, "flat" styling, which was an innovation at a time when major appliances were all rounded and bulgy-looking. They were the first of their kind, and spelled the end of the traditional blimp-like 1950s refrigerator. The ad campaign featured models in evening gowns and elbow-length gloves, holding their arms in an odd position so that their fingertips met at right angles (symbolizing "sheer" square corners). An eBay search for Sheer Look will turn up examples of these. When I was a kid we had a 1957 Sheer Look refrigerator -- a white Frigidaire Imperial with turquoise interior.
June 20, 2003 Subject:
The Dance of the Sheer Fridges
You think you're watching it backwards at first.
The short begins with a woman, slightly off kilter, staring into the camera, then the music starts, and she starts dancing backwards. This is probably one of the most surreal beginnings I have ever seen in a short. She is joined by a partner, who dance joyously around refrigerators. Why? It is'nt TOTALLY explained, until vaguely at the end of the film, but the couple dance around the appliances, opening them, emptying out the ice trays etc, while keeping in tune. The centerpiece, a BLACK fridge (did Kubrick see this?) is clearly the high point. After all, who wouldnt want a black fridge? The whole thing ends with a '1957' title card and "The sheer look is here". The sheer look of WHAT? Fridges? How can they be described as SHEER? Amazingly choreographed, crackpot lunacy, yes my friends, this is a MUST SEE on this site!
October 7, 2002 Subject:
This short film, designed to introduce the 1956 Frigidaire product line, is all style over substance. It's style over everything, in factÃÂÃÂthere's no narration, no product information of any kind, just music and a glamorously-dressed couple dancing around appliances. Did people really get this excited about stoves and refrigerators?
ÃÂ The big highlight of the display is a black refrigerator! The reproductions of print ads provided as reference on the Our Secret Century CD-ROM shows that this model really was sold. But to whom? In all my born days, I've never known anybody who had a black refrigerator.
ÃÂ There's a really weird Freudian moment when the male dancer tries to get close to the female dancer, only to end up with a bin full of ice cubes. The producers had to know what they were doing hereÃÂÃÂthe reference to "frigidity" is just too obvious. But what is this doing in a sales film probably targeted at women?
ÃÂ This product line was called "The Sheer Look" for no possible reason I could discern. Even the female dancer's dress wasn't sheer, much less the appliances.
Ratings: Camp/Humor Value: ***. Weirdness: ****. Historical Interest: *****. Overall Rating: ***. Also available on Our Secret Century, Vol. 1: The Rainbow Is Yours.
August 22, 2002 Subject:
A sincere and delightful dance duo, both in formal wear, playfully chase each other through a statue-garden of appliances. The music swells with romantic violins as they open refrigerator doors and display icecube trays. The film was probably shot on two-color duotone and has unfortunately faded to a dull rose and grey -- almost sepia color.